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1、CHRCaseStudyOne-NightStandsandLong-TermRelationships:ACaseStudyofSatisfactionandLoyaltybyJudyA.Siguaw,D.B.A.,PennyM.Simpson,D.B.A.,andAliKasikciCORNELLTheCenterforHospitalityResearchATCORNELLUNIVERSITYCaseStudy:SatisfactionandLoyaltyThankyoutoourgenerouscorporatesupporters!Se
2、niorPartnerNestléAIGGlobalRealEstateInvestmentGlobalRealEstateInvestmentBartechSystemsInternationalCendantCorporationFourSeasonsHotelsandResortsKohinoorGroupPartnersMARSHMarsh’sHospitalityPracticeTheworld’s#1riskspecialist™ThayerGroupofCompaniesWillowbendGolfManagementWyndham
3、InternationalSponsorsARAMARK•DKShifflet&Associates•ehotelier.com•GlobalHospitalityResources,Inc.•HospitalityWorld•hospitalitynet.org•HotelAsiaPacific•HotelChina•HotelInteractive,Inc.•HotelResource•InternationalCHRIE•TheLodgingConference•LodgingMagazine•LodgingHospitality•Nati
4、onalHotelExecutiveMagazine•Resort+Recreation•RestaurantEdge.com•ShibataPublishingCo.Ltd.•SmithTravelResearch•TheHospitalityResearchGroupofPKFConsulting•TravelCLICK•UniFocus•WiredHotelier.comFriendsTheCenterforHospitalityResearchCORNELLATCORNELLUNIVERSITY2•CornellCenterforHosp
5、italityResearchSchoolofHotelAdministrationwww.chr.cornell.eduCaseStudy:SatisfactionandLoyaltyExecutiveSummaryOneNightStandsandLong-termRelationships:ACaseStudyofSatisfactionandLoyaltybyJudyA.Siguaw,D.B.A.,PennyM.Simpson,D.B.A.,andAliKasikciheconventionalmarketingstancehasThis
6、studyfoundfewstatisticallysignifi-longbeenthatthebulkofacompany’scantdifferencesbetweenone-timeguestsandTsalesandprofitabilityaregeneratedfrequentguests,especiallyinthekeyareasoffromloyalcustomers.Basedonthisassump-satisfactionandintenttoreturn.Onediffer-tion,manycompanies,in
7、cludinghotels,haveenceitdidfindwasthatmorethan55percentimplementedvigorousprogramsdesignedtoofloyalguestsfeltthatsomecharacteristicofstrengthencustomersatisfactionandtofosterthehotelneededimprovement,whileonlyloyalty.Despitethesecustomer-retention31.1percentofone-timeguestsst
8、atedsimilarprograms,however,customersarefickle.concerns.Thisfindingm
